Tamar De Leeuw

Founder and CEO

Yesty

Tamar De Leeuw is a forward thinking professional from the Netherlands who brings a strong focus to people, culture and organizational transformation. Tamar has positioned herself as a key contributor in building inclusive and future-ready organizations. Yesty is an emerging technology-driven company operating within the market research industry, led by Dutch business leader Tamar De Leeuw.By combining advanced technology with strategic thinking, Yesty aims to deliver faster, smarter, and more actionable research solutions.

At its core, Yesty focuses on bridging the gap between raw data and meaningful decision-making. The company focuses on creating innovative tools and digital platforms to streamline research processes, enabling organizations to better understand market trends, customer behavior, and evolving demands. 

Under Tamar’s leadership, Yesty reflects a strong emphasis on strategy and fintech integration, positioning itself at the intersection of technology and business intelligence. Her experience across leadership roles, including her tenure at Wonderbox NL B.V. and involvement in corporate advisory, brings depth and direction to the company’s growth.

Yesty’s culture is rooted in innovation, agility and precision. 

Her expertise lies in bridging the gap between business objectives and human capital, companies not only grow but do it sustainably. Tamar’s work often revolves around enhancing employees’ experience, fostering diversity and implementing strategies that help to boost potential.

Ques. Why did Tamar De Leeuw start Yesty?

Ans. Tamar De Leeuw started Yesty which is a European tech company that provides payment and digital solutions for market research agencies, panel companies and data collection platforms. The vision of this company was to make sustainable and eco-friendly living more accessible and affordable for the people. She understood consumer’s needs and wanted to create a platform that promotes circular economy practices.

Ques. What are the challenges faced by Tamar De Leeuw in her business journey?

Ans. Tamar had faced several challenges in her initial phase of the career. Her biggest challenge was to raise awareness about sustainability among consumers who are often driven by convenience and price. Additionally, sourcing genuinely sustainable products, managing logistics, and competing with larger, established brands posed significant challenges in scaling her business.

Ques.  What is the one thing that aspiring women entrepreneurs can learn from her?

Ans. The key lesson from Tamar De Leeuw’s journey is to stay purpose driven and resilient. She demonstrates that building a business around strong values like sustainability, requires patience and persistence. 

Ques. What role does innovation play in Tamar De Leeuw’s business strategy?

Ans. Innovation is the main goal for her business. From product curation to packaging and logistics, Tamar continuously explores smarter, quick solutions that help to reduce waste while maintaining quality and efficiency. 

Ques. What is the one thing that has helped her to grow in entrepreneurial journey?

Ans. The one thing that has helped Tamar De Leeuw to grow in her business is adaptability. She was consistent with her work and always believed that hardwork helps to achieve your goals. Her strength lies in understanding both business and technology, particularly in fintech and market research, and aligning them to create impactful solutions.